28/08/2026
The bottom line is, we want events to succeed and grow, part of that is supporting events in doing that so we put quite a bit of work into looking into what makes an event a great one
There is research around sports events, repeat participation, event satisfaction, emotional connection, participant identity and previous experience. And when you strip it back, it points to four big reasons people come back.
1. Event quality:
Was it easy to attend and take part?
Was it well organised?
Did people feel safe?
Did it feel worth the money?
2. Emotional connection.
Emotional connection means:
Did the event make them feel something?
Was there a reason behind it?
Did they feel proud, excited, moved, included or part of something?
3. Did they identify with the experience.
Could they see themselves as the kind of person who does this event? Did they feel like part of the community.
Was it for beginners, club runners, serious competitors, families, charity supporters, swimmers, cyclists, obstacle racers, or whatever community you are trying to build? and was it easy for your ideal audience to identify with that.
4. Did their previous experience with the event was positive enough to reduce the risk of entering again.
And positive previous experience means:
When they look back, do they think, “I’d do that again”? trying to think of how it will feel afterwards.
Hope these practical research based ideas are of value to you when your next thinking of planning an event. At the end of the day your event is a business even if its not for profit.
